By: Shannon Montoya, Director of Account Services
Now that we are moving into the holiday season and everyone is getting busier, the last thing that you are probably thinking about is your marketing and what you should be doing in 2017. But, now is the time to start planning and get a leg up on your competition.
With all of the changes in Google's Algorithm, SEO isn't what it used to be. There are many more factors that impact your search engine rankings and lead generation than ever before. You have to be more engaged with your customer, more concerned about user experience, and ensure that your website is mobile friendly.
With that in mind, here are the top 11 marketing channels that you should be considering for 2017:
Responsive Website Redesign - Google has indicated that they will be ranking sites differently for mobile users. We develop our designs starting with the mobile experience in mind and in a CMS platform that allows you to easily make updates to content and gallery images. We are starting to see really interesting data that confirms these mobile ranking trends and keyword results positioned higher in the mobile SERPs (search engine results page) over desktop results already.
SEO - You still need to have a great foundation in place for all of your other marketing pieces to work. Google My Business Listings and Local Citation Management are key factors that need to be optimized along with your website.
Quality Content - Not only do you need good quality content on your site that is getting refreshed and blogs that are tapping into long-tail searches, you should be investing in Visual content. This type of content is graphical in nature (Infographics, Slide Shares, Quizzes, Checklists, etc.) they are also interactive and shareable through social channels.
Inbound Database Marketing - There are multiple components here that impact your prospective clients in many stages of their buying cycle journey to becoming your client. You should have 'premium content" that is informational in nature and gated so that you can obtain their contact information for future outreach. You need to have a follow-up program that is outlined for your staff to convert these leads into clients/patients or use an automated system to help you convert more of them through email and phone. Your database should then be used to keep in front of them to create more brand awareness. You can use it for specials, promotions, and newsletters.
Backlink Earning - Strategically and methodically earning high-quality backlinks from authoritative sites that are relevant to your industry. This is an ongoing endeavor that takes time and a lot of outreach.
Social Media - If you are not active, nor have staff that is actively keeping your brand top of mind through multiple social channels, you need someone to do it for you. As of the third quarter of 2016, Facebook had 1.79 billion monthly active users and Twitter averaged 317 million. For businesses, you will likely need to promote your brand additionally through paid advertising with their recent algorithm changes to reach your target demographics for specials and promotions. You should be managing engagement and reviews through these platforms as well.
Video Production - Videos are important for you to not only start building relationships with potential customers online by learning more about you and your business but by answering commonly asked questions you build more credibility and expertise. More and more consumers are consuming video daily. YouTube has over a billion users–almost a third of all people on the Internet–and every day, people watch hundreds of millions of hours of YouTube videos and generate billions of views.
Reviews and Ratings - While reviews have always been important, they are having a direct impact on your SERP results. It is important that you know what is out there and manage any negative reviews quickly and diplomatically. You also need to have a system in place to actively ask for new reviews and have them submitted to a multitude of review sites.
Display, Retargeting, and Geofencing Campaigns - Great campaign strategy to build more exposure and brand awareness. This is a great way to get in front of your target demographic audience and keep your message top of mind while they are in the research phase of their buyer journey. You are building brand awareness and can drive a lot of additional traffic to your website through multiple options that can be run independently or in conjunction with each other to gain the most exposure.
Pay Per Click - There are many options to incorporate a PPC strategy into your marketing campaign. PPC is an effective and quick way to get in front of users that need your services if you are willing to invest in the program. Just imagine how much real estate is on your phone and typically the first three to five listing for any search are paid, advertisers. You can easily turn PPC on and off for different seasonal promotions or hot topics that you need to have a presence for.
Lead Intake Training - Now that you have done all of these marketing efforts that are driving leads to your practice, you need to make sure that your staff is ready and able to convert them into business. This is an area that is often overlooked and an easy way to increase revenue for any business.
To discuss your 2017 marketing goals and explore more opportunities for generating better placement and leads, contact your Internet Marketing Consultant.